This book provides current, comprehensive, state-of-the-art articles in review of marketing research. It focuses on customer relationship management, customer asset management, and customer portfolio management. The book describes how companies can effectively cultivate customer relationships.
Table of Contents
1. Managing Customer Relationships 2. A Critical Review of Marketing Research on Diffusion of New Products 3. On the Distinction between Cultural and Cross-Cultural Psychological Approaches and its Significance for Consumer Psychology 4. Consumer Responses to Price and its Contextual Information Cues: A Synthesis of Past Research, a Conceptual Framework, and Avenues for Further Research 5. Store Brands: From Back to the Future 6. Language, Thought, and Consumer Research 7. You ought to be in Pictures: Envisioning Marketing Research
Naresh K. Malhotra